Custom clothing new e-commerce rush for apparel accessories brands

Liked that pink shirt on your favourite fashion portal, but afraid it won't fit? Well, help's online.

As consumers seek perfect fits and more personal preferences to reflect in their apparels they shop online, customised, or made to order clothing, is fast catching up with textile majors and apparel brands building their online business models around it.
While textile major Arvind Ltd made an e-commerce foray in August 2014 with a new custom clothing brand called Creyate, following suit in September 2014 was Raymond offering its 'made to measure' concierge service under the initiative.
Joining the bandwagon is Aditya Birla Nuvo's Madura Fashion & Lifestyle with its offering called 'MYFIT' particularly for men's apparel under the Van Heusen brand. After running a pilot for couple of months, the company management has gone live with MYFIT (under the e-commerce offering contributing almost 10% of brand's sales. Encouraged with the response, Van Heusen will soon extend MYFIT to women's apparels as well.
While there is no substantiated data, industry experts feel one in three consumers walks out of stores empty handed because they don't find what they were looking for – in terms of fit, size or design.
"This understanding of the compromises that consumers make while buying readymade apparel is what inspired us to launch MYFIT. The team met more than 1,800 people across India to develop four new additional fits," said Vinay Bhopatkar, chief operating officer, Van Heusen, adding that the solution was developed based on deep understanding of Indian body types.
Within two months of launch, the brand has been receiving 100 orders everyday under MYFIT of which 45% are in non-standard fits and 40% in non-standard sizes.
"Additionally, almost 85% of the orders are with some level of customisation like with a French cuff, or a Chinese collar among others," said Bhopatkar.
Once the order is placed, the clothes (shirt/trouser) gets stitched according to specifications on the MYFIT line created specifically within the existing manufacturing unit. The same gets delivered to the customer's address in seven to 10 days from the order date. Elaborating on the pricing front, Bhopatkar said, "The cost is 10-15% higher as compared with readymade garments and includes the cost of customisation, logistics, etc," he said.
Pursuing the omni-channel strategy, the MYFIT offering is currently available across online and offline channels including over 250 exclusive brand stores. However, Bhopatkar said they are working on creating a 'MYFIT concept store' that will soon be introduced in the Bangalore market and then rolled out across key metros in addition to airports.
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